SEO or search engine optimization is the key element to rank higher in the search engine and gain more visibility online. Marketers work hard to publish new content consistently and spend hours researching keywords. But without a proper promotion strategy, all the efforts go into veins. This leak affects the performance of search results.
Here comes the quarterly SEO planning as a savior. It helps the marketers by finding out the leaks, sealing them up, and getting back on track smashing the SEO goals for the year. SEO quarterly planning gives an in-depth analysis of the marketing strategy. It gives all the guidance to the marketers to stay on track and meet the SEO goals.
The Process Of Quarterly SEO Planning
Before diving into the strategies, marketers should know the steps involved in quarterly SEO planning.
1. Keyword Research
Keyword research is the pillar of any SEO plan. It tells the marketers about the point of interest of the target audiences, what’s bringing in traffic for the competitors, and more chances for content creation. As the trends keep on changing over time, it is vital to review the keyword research every year. Marketers can take the help from Google Trends to get an idea about the trending topics for a better content idea. Google Trends can help marketers to identify short and long-tail keywords for SEO strategy.
2. Review Core Metrics
The functionality of any strategy is to get goals. Without these metrics, the scenario and the ROI calculation for a marketer become tough. Reviewing the core metrics represents a current picture of the journey. It helps to meet the marketing KPIs and goals for the year. These core metrics include-
- Organic Traffic
- Click-through rate(CTR)
- Keyword Rankings
- Bounce Rate
- Page Optimization
Marketers can review these metrics from Google Analytics dashboards.
3. Check The Target Audience
Marketers need to find the target audience’s search intent for a successful campaign. This research will help marketers to create relevant keywords and content that will easily convert the audience into prospects or customers. Marketers need to educate the prospects to overcome their basic pain points. So an in-depth knowledge should be there about the audience and their requirements to attract them with the best solution. This will help the marketers to stay a step ahead of the competitors.
4. Check The Ranking
The ranking is where a site rank on search engines. The position plays a vital role in the success of the SEO plan. It affects organic traffic, lead generation, and conversion.
5. Keep An Eye On Competitors’ Activities
Another important element of SEO audit is competitor research. The focus should be on the keywords that the competitors are targeting to acquire web traffic, the top-performing articles of the competitors, and their SEO strategy.
6. Content Review
Marketers can update their old blog posts which have outdated information or content. Outdated content can lower the ranking. Therefore refresh and update is very much necessary for the old content. Updating content costs less and uses fewer resources than executing new blog posts.
Marketers should consider reviewing the technical issues for the best result. Technical SEO includes page loading speed, mobile optimization, crawl errors, image issues, URL structure, 404 page, site architecture, etc.
These are the main strategies for quarterly SEO planning. Besides these components, marketers should make a proper plan to review the audience, evaluate the competitors, and analyze the competitors to get ready to put them together into the SEO strategy.
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Digital Marketing Manager at Cloudvandana Solutions